April 2007

Chief Concerns

by Chief Richard Marinucci

Trade Show Success Requires Planning

As we enter into the traditional vendor show season, including one of the biggies, the Fire Department Instructors Conference (FDIC), and all the others, it’s important to consider how to get the most out of attending these shows.

Whether you are a first-time attendee, or a veteran, a good plan is necessary to maximize your limited time.

Each year the shows get bigger and better with more offerings, making it difficult to see all there is to see and accomplish what needs to be done while minimizing wasted time.

Educational offerings and floor show exhibits can be overwhelming to most people because of the sheer volume of what is being presented.

The goal is to enjoy the show and to gain the most benefit for you, personally, and for your department. Shows present unique opportunities to see the latest and greatest in the fire and emergency services, including apparatus, equipment, services and training.

See The Essentials

Even the most valiant and organized people can’t see everything, so be prepared to see the essentials.

Preparation for the show should start long before traveling. With so many shows, and often a limited budget, it’s not possible to get to them all. It seems there’s one nearly every month. Select the show, or if you’re fortunate, the shows, that will help you the most. Reviewing the literature about the show can reveal what to expect, and talking to others who have attended shows will help you make the best decisions.

Consider the educational opportunities and the types of apparatus and equipment likely to be on display. Evaluate the cost compared to your budget and also any restrictions within your department or community.

In tough economic times, some jurisdictions restrict the number of out-of-state trips permitted. If you are funding your own expenses, certainly you want to spend your money wisely. Register ahead of time as most shows offer a discount for early registrations.

Also, reserve your hotel room early. You can always cancel or change a few days or weeks out, but if you don’t have a room, you may find yourself staying a distance from the action.

If you are flying, start looking for fares. This can be a gamble as airfares are volatile at times and can fluctuate a great deal. Regardless, if you wait inside three weeks, you will probably pay a higher fare. Of course, there are exceptions as no one, not even the airlines themselves, can predict airfares.

Once you are registered and set to go, you will start to receive additional information. There will be vendors sending invitations to their booths or maybe even hospitality rooms.

The show sponsor will send things pertinent to the show. They may even require pre-registration for certain classes – usually for pre-conference or special presentations. They may want to get a count so they are prepared. Just look at what you get, and answer when interested.

You’ll probably get more information from the sponsors and vendors than you really need, so you’ll have to sort it out and determine what’s important to you.

As you prepare to leave, pack well. Take only the essentials and leave room in your luggage in case you have more “stuff” coming home than what you take.

You may buy something at the show, collect information – or trinkets and give-aways – from the vendors or instructors. You may buy something from the city hosting the event, so having room to take it home will be important. You know you’ll end up taking something home that you didn’t pack.

Know the dress code too, and pack accordingly. Take a coat and tie if there are events that require it. Take comfortable shoes for walking around as you’ll be doing a lot of that. Dress comfortably and appropriately.

Bring Business Cards

When it comes to the show itself, take lots of business cards – more than you think you’ll need. Carry along the important pertinent information you received prior to the show.

Depending on what works best for you, pens and paper for jotting down notes is a good idea, or a voice recorder for audio memos, or some device that will help you remember what you saw or learned during the show. Lots of people take cameras and video cameras for visual reminders. You can’t go wrong with a good digital camera with lots of memory. A word of caution, however, do not take pictures or recordings of presentations without the presenter’s permission.

At the larger shows, like FDIC and Fire Rescue International (FRI), the exhibit floor can be overwhelming. To see everything you want to see, you’ll need a plan. You will not be able to get to all the booths, let alone stop and talk or ask questions.

Know what you are looking for specifically and spend your time on the things that would be of interest to you or your department.

Stay Focused

For example, if you are from a warm weather state, looking at ice rescue equipment might not be the best use of your time. If your job or rank in the department limits your recommendations or influence on certain items, don’t focus on them.

Even with this said, do not limit your options. Walk around with your eyes wide open and you might see things of interest of which you had no previous knowledge. Again, this is one of the reasons to go to shows, to learn new ideas.

A word of caution – be aware that any contact info that you leave with a vendor, such as a business card, electronic swipe of your identification card or pass, will generate email or postal mail to your address. The vendors want your information to continue contacting you after the show. If you don’t want to receive what they are likely to send, don’t leave your information.

If you or your department have specific needs, focus on learning all you can about that topic, or equipment. For example, if your department is in the market for apparatus, visit al the manufacturers – and there will be lots of them at nearly every show.

Look at the vendors’ products and ask about their benefits and listen to their sales pitches. Keep an open mind, even if you have a vendor of preference. Great ideas can come from virtually any vendor if you listen.

Try to establish a working relationship with the company representatives and determine the dealer for your area. Personal contacts can be helpful throughout your purchasing process and beyond. Getting to know people is always a good idea.

Most shows, especially the big ones, have educational sessions, some with very extensive programs. To get the most out of those opportunities, know who and what you want to see. There are usually keynote addresses or general sessions and most are very good and worthwhile. There’s likely to be some business conducted at the general session and don’t be surprised when there’s more than just the keynote speaker. Listen carefully to the information presented. You may be surprised at what you learn.

Look Through The Program

Most shows have programs, often a preliminary one you’ll receive before you leave for the show and one distributed on-site during the show. Look through the program to see what is of the most interest. You may be attracted to specific topics or speakers.

Show organizers are usually good about describing the topics, but some may turn out differently that you expected. Remember, you’re not locked in and do have the freedom to choose.

If you get in a session, and it is not what you expected, you can quietly leave – unless it’s one of mine, in which you must stay and applaud wildly at the end.

Look for programs to help in your current job and ones that might lead to promotions when opportunities arise.

If you are attending shows with others, consider splitting up to get more information. Feel free to stay after the presentation to talk to the presenter if you have questions or would like more information. Most are glad to get your feedback and want to help in any way they can. It’s a great way to network and get to know interesting folks.

Lastly, don’t forget the social side of conferences. While this can be the really fun side, there is a benefit. The people who attend the conferences do not shut off their brains after hours. You can learn a lot in the hallways, lunchrooms, restaurants and hospitality events. You can make life-long friends too. You’ll hear some really funny stories. This is all part of the experience, so you need to make sure you leave time and energy to participate. You know the story about all work and no play.

And, when the show is over and you’re back home, your work over. There are still two things remaining to be done. First, thank the people who sent you. If your department or community helped you go, the simple act of a sincere thank you note can help with future attendance for you and others.

If you paid your own way, thank your spouse or partner for giving you the opportunity to participate.

Second on the list, but just as important, is to share the information with others in your organization.

If you have specific information that may possibly save money, improve performance or be a general benefit to your organization make sure you talk it up. It just might help justify the expense for future years.

Overall, the key to a making a show worthwhile is advance preparation, and what I’ve mentioned here are just a few suggestions. I’d be interested in hearing what works for you and any tips you veterans may have developed over the years.

Good luck, and perhaps I’ll see you at the next show.

Editor’s Note: Richard Marinucci is chief of the Farmington Hills (Mich.) Fire Department, a position he’s held since 1984. He is a past president of the International Association of Fire Chiefs (IAFC) and past chairman of the Commission on Chief Fire Officer Designation. In 1999, he served as senior advisor to Director James Lee Witt of FEMA and acting chief operating officer of the United States Fire Administration for seven months as part of a loan program between the City of Farmington Hills and FEMA. He holds three bachelor’s degrees in fire science and administration, belongs to several fire service organizations, has taught extensively and been involved in the development of many courses.